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Bushnell, owned by Vista Outdoor Inc. (NYSE: VSTO), is experiencing a challenging period with in-store revenue declining 14.6% overall and 18.4% in the most recent month tracked between June and August 2026. The brand maintains an average product price of $189.51, though pricing has contracted 11.9% since the beginning of the tracked period. Amazon dominates Bushnell's channel mix with a commanding 99.6% revenue share, underscoring the brand's heavy reliance on a single e-commerce platform. Top-performing products command premium pricing, with models exceeding $400, suggesting strong positioning in the higher-end segment despite overall revenue headwinds. According to Grips Intelligence data, these trends indicate Bushnell faces significant momentum challenges while maintaining its premium market positioning.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 13% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 11% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Bushnell on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Bushnell.
BY REVIEW COUNT
Across 259K ratings on 1 channel, Bushnell averages 4.5★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.5
/ 5
From 259K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$399.99
Price
$1.25M
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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